Danish league makes long-term commitment to TransferRoom
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League Focus
Danish league makes long-term commitment to TransferRoom
by Jack Hyom

Clubs in Denmark have been some of the most successful on the platform when it comes to making transfers, and their story will continue as part of a new multi-year agreement.

We use TransferRoom to specifically hit exactly the market that we want, and maybe when we know there is interest in our player, we can open up the whole market and not just target one club, and then create a competition between clubs.
Carsten Jensen
Executive Football Director, Brøndby IF

More sales, for more money


The league-wide deal has contributed to a big rise in international revenue for Danish teams and a buoyant domestic transfer system since it was first signed in July 2020.


Having daily access to real-time information about clubs' transfer needs and the widest possible market for their players is allowing all 24 clubs in the elite 3F Superliga and second-tier NordicBet to make more money than ever from transfers.


Over the last two years - a period that included the Covid pandemic - clubs in Denmark’s top two divisions have made €141m from selling players internationally, compared with €111m in the 24 months before the TransferRoom league-wide deal.


It’s evidence that having a wider pool of potential buyers results in more competition for talent and therefore bigger transfer fees.


Indeed, Carsten V. Jensen, Executive Football Director at Brøndby IF, has used TransferRoom to create a buzz in the market for his players and a more competitive bidding process.


"We use TransferRoom to specifically hit exactly the market that we want, and maybe when we know there is interest in our player, we can open up the whole market and not just target one club, and then create a competition between clubs," he told TransferRoom.


Open up new global networks 


Brøndby, like many of their Superliga peers, have found success on numerous occasions on TransferRoom over the past two years.


Direct access to decision-makers at more than 650 clubs in 100 leagues from over 60 countries has meant TransferRoom has facilitated transfers from the likes of Argentina to Israel, Turkey to USA and, earlier in 2022, from Denmark to South Korea.


For Superliga club Viborg FF, global connections on the platform resulted in the sale of Sebastian Grønning to Suwon Samsung Bluewings.


The striker is one of only three players to have ever made that journey from Denmark to South Korea, and he did it on TransferRoom.


On the benefits of TransferRoom, Viborg Sporting Director Jesper Fredberg said: "There was a need in the market for TransferRoom: a way for clubs to be able to connect directly with each other, but also to get an overview quite quickly about what is or what isn't possible in a deal. When you also include the great networking meetings with decision-makers on your level, it has really united the football world in a different way."


Why everyone wins from a league deal


For the Danish League Association a major benefit to the league-wide partnership has been inclusivity, with all clubs from the top two divisions, regardless of their recruitment and scouting budgets, given equal opportunities.


It has resulted in a more transparent domestic transfer market, and a stronger product on the field.


League Association CEO Claus Thomsen said: "TransferRoom has allowed our clubs to be more efficient in the transfer market. From a league point of view that then provides a benefit in the sense that it contributes to better football on the pitch and a more sustainable economy within the clubs.


"It’s an obvious benefit that all clubs both in the 3F Superliga and the NordicBet Liga are involved because TransferRoom does not only function internationally, it also functions nationally, so that automatically widens the networking between the clubs in Denmark."


The Danish league has joined Norsk Toppfotball, which oversees Norway's top two divisions, in renewing a league-wide TransferRoom deal. Major League Soccer and Liga MX are both approaching their one-year anniversaries on the platform.

More on the Danish league deal


How TransferRoom deal is helping Denmark stay ahead of Sweden

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